1. MARKETING PLAN OF
CASTEL
(FRENCH WINE)
GROUP-7
•AARTI SHARMA
•APURWA AGARWAL
•SHREYA
•SIDDHARTH RAI
•SUNIL SINGH

2. Plans are Nothing, Planning is Everything.
By
– Dwight D. Eisenhower

3. CONTENTS
• EXECUTIVE SUMMARY
• FRENCH WINE REGIONS.
• ANALYSIS
 Market Analysis
 PEST Analysis.
 SWOT Analysis.
• GAME PLAN
 Pricing Strategy.
 Marketing Mix.
 Profile of Prospective Consumers.
 Trends in Wine Drinking.
 Distribution.
• ACTION PLAN

4. Executive Summary
• Wine is an alcoholic beverage made from
fermented fruit juice, usually that of grapes.
• Majorly there are 2 kinds of wine:
Red Wine.
White Wine.

5. • CASTEL group was founded in 1949.
• Today, Castel Group is one of the world
leaders in wines, beers and soft drinks.

6. PRODUCTS
Cuvée Cuvée Cuvée Cuvée Cabernet
Rouge Blanc Blanc Chardonnay
Rosé Sauvignon
Medium
Sweet

7. COMPETITORS
• DFV WINES
• WIDMER WINERY
• GROVER VINEYARDS
• SAINT JAMES
• GRAPE RANCH
• OPERA WINES
• MAJESTIC WINES

8. FRENCH WINE REGIONS

9. ANALYSIS

10. MARKET SHARE OF FRANCE

11. PEST ANALYSIS
POLITICAL ECONOMICAL
•Wine regulations. •Devaluation of currency in key
•Ban on advertisements. markets.
•Low interest rates
TECHNOLOGICAL
SOCIO-CULTURAL
•Technological advances in the
•Long tradition of wine
sector.
consumption.
•Hand selected grapes versus
•Higher perception of quality.
use of machines.

12. SWOT ANALYSIS
STRENGTHS
•Penetration Pricing WEAKNESSES
•State of the Art Winery •Low on Production Capacity
•Excellence Award for Finery •Less Overseas Supply
THREATS
•Strong competition from other
OPPORTUNITIES
countries
•Cutting edge over foreign wine
•Decrease in consumption of
makers
wine in France
•Expansion opportunities
•Emergence of substitute
products

14. PRICING STRATEGY
Penetration Premium
Quality
Economy Skimming
Price

15. MARKETING MIX
PRODUCT:
• Products of Castel are Cuvée Rouge, Cuvée Blanc,
Cuvée Blanc Medium Sweet, Cuvée Rosé, Cabernet
Sauvignon, Merlot, Syrah, Chardonnay and
Sauvignon.

16. MARKETING MIX
PRICE
• Penetration pricing
– Increased market share
PLACE
• Japan, Korea, China, Angola, Gabon, Equatorial
guinea, Cameroon, Burkina Faso, Poland, Czech
Republic, Germany, Holland, UK, Russia.

17. MARKETING MIX
PROMOTION:
• billboards
• Radio
• TV
• Internet
SUGGESTIONS:
• Sponsoring events
• stalls

18. PROFILE OF PROSPECTIVE
CONSUMERS
AGE 24 - 44 Years
SEX Male
OCCUPATION Business person, accountant, executive,
advertising/marketing consultant, manager, fashion
industry
INCOME High ($45000+)
ATTITUDE Influenced by image and prestige of modern
products, early adopters, switch products easily.
LIFESTYLE Young, generation X and Y, modern, retro,
adventurous
BENEFITS DESIRED Buys for the benefits of prestige, quality and
dependability.

19. TRENDS IN WINE DRINKING
1) There is a decline in the consumption of wine over
the recent years.
2) Around 50% of the youth never drink wine, they
prefer other alcohol drinks.
3) People now prefer drinking water with their meals
instead of wine.

20. TRENDS IN WINE DRINKING
4) Wine drinkers between the age of 24 and 35 drink
around 60 litres of wine a year whereas those
between 16 and 23 drink around 32 litres.
5) People tend to not drink wine during the week and
then binge on it in the weekend which is an unhealthy
practice.

21. DISTRIBUTION
• Restaurants
• Wine-shops
• Wholesalers
• Internet
• Hypermarkets
• Grocery stores
• Overseas

22. Action Plan

23. PRODUCT STRATEGY
• It adopts latest technology
• Attractive packaging
PRICE STRATEGY
• Low price
• Penetration

24. PLACE STRATEGY
• Wide Reach in France
• Present in 5 continents
PROMOTION STRATEGY
• Discounts
• Word of Mouth